Contemporary issues in marketing: Case of Apple Inc - Essay Example

Extract of sample Contemporary issues in marketing: Case of Apple Inc

The intention of this study is Apple Inc. as one of the famous global companies which use effective marketing strategies to promote its products. Apple Inc. develops its marketing communication strategy after analyzing the internal and external environments of the company. Apple Inc. also gives importance to ethical marketing practices and better customer service which help the company create awareness, increases product value, increases product charm, and achieve competitive advantage in the market. Implementing an effective marketing communication plan and taking steps to monitor the performance of the plan are very important for any manufacturing company. Marketing mix is one of the main tools used by the managers of Apple Inc. to monitor and control the working of the marketing communication plans. Marketing mix is one of the core components of a marketing communication plan. A marketing mix includes proper set of tools and guidelines which a company can use to market its products and services in the market. Managers make use of marketing mix to evaluate the success of the marketing plan of their products. The assessment or evaluation makes the managers know whether the marketing plan is appropriate for the product or it needs to be changed. McDaniel and Gates state, “The mix is the unique blend of product, price, promotion, and place (distribution) designed to reach a specific group of consumers.” Companies usually alter the mix components depending on the needs of the public and the market in which the product is placed. “Many firms find it necessary to modify the present marketing mix or develop a new one” (Ball et al. 2008, p. 475). In Apple Inc., the strategy regarding the components of marketing mix does not remain the same forever; rather they are and should be altered continuously depending on the circumstances. For high profile brands, such as, iPad and iPhone, Apple Inc. usually focuses more on the promotion component instead of price. Similarly, for a product which is placed in a market where there is much competition regarding the product, the company focuses more on price instead of promotion. Managers of Apple Inc. analyze their marketing mix frequently in accordance with the current status of their product in the market to make required changes in the marketing strategies. Papantoniou (1992, p. 127) states, “Ultimate purpose of the mix is to maintain and improve positions in the market”. Marketing mix is a powerful force that drives a company towards achievement of desired goals and objectives
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Summary

The research firstly gives an understanding of what marketing actually is and what benefits effective marketing can provide to the companies. Then the paper discusses some key marketing issues related to a renowned multinational company Apple Inc…

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The study affirms Apple Inc. with its iPod and iPhone has been able to become a strong brand and a strong organization. However, there are still scopes for further improvement regarding certain marketing aspects. Although, Apple Inc. have tie ups with various media companies and thereby offer its products as well as its services like podcast producers, it can ‘ink’ more tie-ups with other content providers.

Globalization in the Mobile Industry: Apple Inc. Globalization has been a continually evolving process. With technological advancement as a macro-environmental factor that influence people and organizations on a global scale, the mobile industry is most sensitive to updates and developments that impinge on organizational strategies and performance.

Conclusions : page 15 6. References : page 16 Executive Summary International business and marketing are growing day by day because of the favourable business climate existing everywhere at present. The entry of globalization has revolutionised and rewrote many of the existing traditional business principles and concepts.

The researcher states that the present day giant in the high definition electronics industry, Apple Inc. was established in 1976 with the name of Apple Computer in a garage of Steve Jobs, the founding member. S. Jobs partnered with Steve Wozniak, they were eventually joined by A. C. Marakkula. The company was incorporated in the early 1977. The initial mission was ‘one person – one computer’.

There is even competition from the outside players as well. Hence new product development is considered as an indispensable task for an organization in order to carry out its operations effectively in the market place. The company chosen based on the premise of the project is Apple Inc.

The company selected for the paper is Apple Inc. The demonstration of the marketing principle and the concepts is done in the paper in four parts named as tasks. Task one presents the definitions of marketing and explains the marketing processes and concepts of Apple Inc.

Presently, the company has its operations in the Americas, Europe, Africa, Middle East and Japan. In addition, as Marino, Hattaway and Jackson (2000) report, there are retail Apple Stores in US, Italy, Japan, Canada and UK. In the year 2009, the company announced a net quarterly profit of $ 1.23 million.

company basically designs, sells as well as manufactures different sort of products that include personal computers, consumer electronics along with computer software. The company possess significant number of retail stores on a global basis in order to attract the customers to

The report will explore the trends and changes in marketing strategies adopted by Apple in past and present. Apart from that, the report will also focus on effectiveness of these strategies in different situations, failures and how the company recovered from failed strategies in past, and understanding exact needs of the consumers.

12 pages (3000 words)Essay

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